Principles of Marketing, Activebook 2.0

Principles of Marketing, Activebook 2.0

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Description

The Activebook, derived from Kotler and Armstrong???s best-selling text, Principles of Marketing, is the most powerful paperback text for the Principles of Marketing course. Like a standard text, students receive this one in print. What makes it more unique is every copy includes a pin-code that enables access to the entire textbook online where it's embedded with interactive resources. Traditional textbooks can't match Activebook's integrated learning experience. In version 2.0, students and instructors have the power to track their progress and personalize their experience. Why just read when you can interact? Visit: www.prenhall.com/kotlershow more

Product details

  • Paperback | 672 pages
  • 214 x 274 x 24mm | 1,378.91g
  • Pearson Education (US)
  • Pearson
  • Upper Saddle River, NJ, United States
  • English
  • 10th ed.
  • 0130418145
  • 9780130418142
  • 1,695,572

Back cover copy

This paperback book is invaluable as a guide for readers interested in learning the principles of marketing. Readers can personalize the material by adding notes and comments and utilizing the dynamic online resources, allowing them to learn about marketing in an exciting and real-life manner. Topics covered in this "workbook" include: understanding marketing and the marketing process (managing profitable customer relationships); developing marketing opportunities and strategies (managing marketing information, consumer and business markets, consumer and business buying behavior); developing the marketing mix (product, service, branding, and pricing strategies); managing marketing (creating competitive advantage); and the global marketplace. This activebook is perfect for the marketing manager, department head, or other marketing personnel; its comprehensive appendices make this a perfect reference for the office or home.show more

Review quote

"The ACTIVEBOOK is wonderful. I like how I don't have to carry it around. I think the Active Concept Checks are the best, and I like how there is a link for all of the vocabulary words." - Melanie Newman, Northeastern University student"I think the best thing about ACTIVEBOOK by Kotler & Armstrong is it gives you more options to study with, instead of just reading through a book page after page." - Rusty Gackle, Florida State University studentshow more

Table of contents

I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS. 1. Marketing: Managing Profitable Customer Relationships. 2. Company and Marketing Strategy: Partnering to Build Customer Relationships. 3. Marketing in the Digital Age: Making New Customer Connections. II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES. 4. The Marketing Environment. 5. Managing Marketing Information. 6. Consumer Markets and Consumer Buyer Behavior. 7. Business Markets and Business Buyer Behavior. 8. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers. III. DEVELOPING THE MARKETING MIX. 9. Product, Service, and Branding Strategies. 10. New-Product Development and Product Life-Cycle Strategies. 11. Pricing Considerations and Approaches. 12. Pricing Strategies. 13. Marketing Channels and Supply Management. 14. Retailing and Wholesaling. 15. Integrated Marketing Communication Strategy. 16. Advertising, Sales Promotion, and Public Relations. 17. Personal Selling and Direct Marketing. IV. MANAGING MARKETING. 18. Creating Competitive Advantage. 19. The Global Marketplace. 20. Marketing and Society: Social Responsibility and Marketing Ethics. APPENDIXES. 1. Forecasting Market Demand. 2. Marketing Math. Glossary. Author Index. Company Index. Subject Index.show more

Rating details

1,892 ratings
4.04 out of 5 stars
5 43% (805)
4 33% (621)
3 16% (299)
2 5% (89)
1 4% (78)
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